Company Overview
Students Golf is a Los Angeles–based fashion and lifestyle golf brand founded in 2021 by designer Michael Huynh, built around the philosophy that every golfer—regardless of skill level—is a student of the game. Drawing on Huynh's streetwear background, the brand fuses youth culture, bold graphics, and storytelling into a category long defined by stodgy, uniform aesthetics, offering everything from graphic tees and hoodies to cut-and-sew on-course apparel like polos, trousers, and outerwear. Students has become a fixture in the modern golf-meets-streetwear conversation, regularly featured in publications like Hypebeast, Highsnobiety, and Golf Digest, and stocked at retailers including HBX, Bodega, Culture Kings, and TRENDYGOLF. With a mission rooted in making golf more diverse, inclusive, and self-expressive, Students has positioned itself as a leading voice for a new generation of golfers reshaping the sport's culture and style.
Brekky POV
Students stands for something bigger than apparel—it stands for a mindset that resonates with every archetype of the golfer, because regardless of skill level, background, or how you came to the game, we are all students of it. That philosophical foundation gives the brand a versatility unmatched in the category: it shows up just as authentically on the course as it does off, and it can flex from polished, design-driven storytelling to raw, candid, culture-first content without ever feeling out of place. Students is a true OG in the space—built with intention long before the recent wave of golf brands—and backed by arguably one of the most experienced teams in the industry across fashion, including pioneers behind some of the most influential silhouettes, brands, and even social platforms shaping culture today. In a category where most brands pick a lane, Students wins by refusing to choose, and we believe this is as much a bet on the team as it is on the product.
Relationship Overview
Brekky has served as an embedded operating partner for Students, leading a multi-phase engagement that has transformed the brand from the inside out. The scope began with a full organizational audit and restructuring of internal operations across DTC and brand functions—reshaping team structure, hiring, and operating systems to create a stronger foundation for growth. From there, Brekky led brand development and revenue acceleration, building out proprietary IP, seasonal product campaigns, strategic collaborations, and a fully integrated marketing engine spanning social, email, paid media, influencer seeding, and lifecycle communications. The result is a more disciplined, scalable, and commercially focused organization—one positioned to drive sustained DTC and retail growth, deepen community engagement, and operate with long-term self-sufficiency well beyond Brekky's direct involvement.
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